Indexing, crawling, page structure, metadata, performance, mobile experience and the fixes that make the biggest difference on WordPress sites.
To show up, a page has to be found (crawled) and stored in Google's index (indexed). The most common blockers are simple: a robots.txt rule that blocks access, a forgotten "noindex" tag, an outdated sitemap, or important pages with no links pointing to them. Google Search Console shows which pages are indexed and why others are not.
When the same content exists at more than one address, the canonical tag tells Google which version is the main one. On WordPress, duplicates often show up in category archives, tags, test pages and URLs with and without a trailing slash.
Short, readable URLs that describe the content help both readers and Google. A clear architecture keeps the site to a few levels: home, services, guides and articles, all linked to each other.
The title and meta description are the page's shop window in search results. Every page needs its own, unique and faithful to the content. Google may rewrite what appears, but it starts from what you wrote, and a good title remains one of the clearest signals of what the page is about.
A clear main heading (H1) and subheadings in logical order (H2, H3) organize content for readers and machines. Google can handle more than one H1, but a clean hierarchy is still best practice. Images need alt text that describes what they show.
Google uses Core Web Vitals as an experience benchmark: LCP (largest element load) within 2.5 seconds, INP (interaction response) within 200 milliseconds and CLS (visual stability) under 0.1, measured at the 75th percentile of real visits. On local business sites, the most common culprit is a heavy hero image at the top of the page.
Most local searches happen on phones. Visible call and WhatsApp buttons, short forms and text readable without zooming make a direct difference in leads.
Too many plugins, heavy page builders, uncompressed images and misconfigured caching are the most frequent causes of slow sites. Before any big change: a full backup and, if possible, a staging environment. Theme and plugin updates should be handled carefully, because they also affect security.
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Rarely. In most cases, fixing images, caching, plugins and structure does more than changing the theme.
No. It makes metadata and sitemaps easier, but it does not fix weak content, slowness or unlinked pages.
Whenever the site changes significantly and at least every few months, checking the Search Console indexing report.
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